Description
Instructor(s)/Supervisor(s)/Coordinator(s): Kristiaan HELSENThis course draws upon knowledge participants acquired from various marketing courses. The course adopts an experiential learning approach using a marketing business simulation, a learning-by-doing mindset. Students will come as close to a real-world business environment as they can get in a classroom setting. Students will play the role of a marketing team of a firm and compete against other teams making a variety of marketing strategic and tactical decisions. Teams will have to develop a comprehensive, workable and successful marketing strategy, making use of a wide variety of marketing analytical tools to guide their environmental analysis and decision making. The simulation will stretch over several rounds. The course will be complemented with case analyses related to the topics covered in the simulation.